Factors of Choosing Internationalization Strategies by FMCG-Companies (the Case of Unilever)

Student: Rybina Evgeniia

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2019

Studying FMCG international expansion processes is essential to develop a deeper understanding of consumer market, origin of commonly known products, etc. We set out to extend previous research on internationalization strategies by finding out the factors influencing the choice of foreign market entry strategy of FMCG-companies. With this aim in mind, we seek to propose an approach to understanding the rationale behind this choice and an algorithm for analyzing new foreign markets (based on the case of Unilever).

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